Which parts of our existing brand should we keep?

An established brand can retain pride in its history without preserving the language and design that make it seem old-fashioned. Price Forbes, an independent insurance broker with more than 100 years of history, wanted to move away from traditional industry stereotypes without diluting its reputation or character. The distinction was between a pioneering heritage worth keeping and perceptions that failed to reflect the innovation and optimism within the business.

The idea "Making history" connected Price Forbes's past with a forward-facing outlook. Its verbal identity presented the business as both pioneering and future-ready, while a serif and sans-serif pairing carried the relationship between classic and modern into the design. For a brand refresh, assess inherited associations separately from their current expression: keep the reputation that remains true, but reconsider how words, typography and imagery communicate it.

Familiar visual material can support a new message rather than simply survive a refresh unchanged. For Yokogawa T&M, the campaign idea "Built on precision" connected sustainability with the practical contribution of its tools, technology and people. The supporting mini-identity gave greater prominence to green already present in the brand guidelines and introduced a grid to suggest building blocks towards progress.

Icons and illustrations drew on the digital displays and buttons of Yokogawa T&M's products, linking the products to sustainable outcomes. The practical approach is to look for existing colours and product details that can carry the updated message. In its 2026 coverage of Salesforce's refresh, Transform magazine described a similar use of familiar assets: an extended cloud symbol and an evolved Astro mascot alongside a brighter palette, new iconography and a common brand voice across touchpoints.